probably by investors, then suppliers, larger communities andtheenvironment. they'reall important. they all need to be taken into consideration. but i think the real secret sauce to a successful conscious business is prioritizing customers and employees. >> tom: one thing you have to deal with when talking about prioritizing customers is retail prices. food prices specifically. youeal with thesevery d directly. food inflation is moderated certainly from the big year-over-year increases we saw in 2011. it's been volatile, though. so how do you deal with that for your stakeholders, for your customers? >> there's not-- honestly, there's not that much you can do about it because if your raw cost goes up, you sort of have to pass those on. and i mean, i always think people misunderstand inflation because it's really just the currency depreciating and working its way out through all the different sections. if the federal government increases the money supply faster than productivity you're going to see inflation. and that's what we're seeing in food right now because the fed's been incr